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Lincoln Navigator Sales Rise 26 Percent During Q1 2021

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Lincoln Navigator sales increased in the United States and Canada while decreasing in Mexico during the first quarter of 2021.

Lincoln Navigator Sales - Q1 2021 - United States

In the United States, Lincoln Navigator deliveries totaled 4,832 units in Q1 2021, an increase of about 26 percent compared to 3,826 units sold in Q1 2020.
MODEL Q1 2021 / Q1 2020 Q1 2021 Q1 2020
NAVIGATOR +26.29% 4,832 3,826

Lincoln Navigator Sales - Q1 2021 - Canada

In Canada, Lincoln Navigator deliveries totaled 272 units in Q1 2021, an increase of about 17 percent compared to 233 units sold in Q1 2020.
MODEL Q1 2021 / Q1 2020 Q1 2021 Q1 2020
NAVIGATOR +16.74% 272 233

Lincoln Navigator Sales - Q1 2021 - Mexico

In Mexico, Lincoln Navigator deliveries totaled 64 units in Q1 2021, a decrease of about 27 percent compared to 88 units sold in Q1 2020.
MODEL Q1 2021 / Q1 2020 Q1 2021 Q1 2020
NAVIGATOR -27.27% 64 88

Competitive Sales Comparison (USA)

Lincoln Navigator sales grew 26 percent during the first quarter of 2021, keeping the full-size luxury SUV in second place in its competitive set, behind the Cadillac Escalade. The Infiniti QX80 came in third and the Lexus LX took fourth (and last) place.

The Escalade outsold the Navigator more than two-fold (by 5,010 units) during Q1. As a result, the Navi’s primary rival widened its lead, while Infiniti came closer to overtaking the Lincoln, trailing by only 490 units.

Sales Numbers - Full-Size Luxury SUVs - Q1 2021 - USA

MODEL Q1 21 / Q1 20 Q1 21 Q1 20 Q1 21 SHARE Q1 20 SHARE
CADILLAC ESCALADE +75.13% 9,842 5,620 48% 35%
LINCOLN NAVIGATOR +26.29% 4,832 3,826 24% 24%
INFINITI QX80 -22.44% 4,342 5,598 21% 35%
LEXUS LX +58.39% 1,340 846 7% 5%
TOTAL +28.11% 20,356 15,890

From a segment share standpoint, the Escalade held a 48 percent share, up from 35 percent a year ago. Meanwhile, the Navigator accounted for 24 percent, flat versus the year-ago quarter. The QX80 took 21 percent while the Lexus saw a 7 percent share.

Notably, the Navigator’s 26 percent jump represented the smallest increase in sales volume on a year-over-year basis. By comparison, Escalade sales grew by 75 percent and LX sales increased by 58 percent. Meanwhile, the QX80 was the only model to suffer a decline this quarter, falling 22 percent.

The full-size luxury SUV segment expanded 28.1 percent to 20,356 units in Q1 2021, meaning the Navigator’s performance was in-line with the segment average.


For reference, we’ve included sales figures for full-size luxury crossovers below. Though they differ mechanically from “true” body-on-frame SUVs by having a unibody construction, they are typically cross-shopped and considered as alternatives to the full-size SUVs mentioned above. Currently, the only luxury automakers with full-size luxury crossovers are the BMW X7 and Mercedes-Benz GLS-Class, though Audi is rumored to be working on a Q9 that will compete in this segment.

Sales Numbers - Full-Size Luxury CUVs - Q1 2021 - USA

MODEL Q1 21 / Q1 20 Q1 21 Q1 20
MERCEDES-BENZ GLS-CLASS +18.05% 7,533 6,381
BMW X7 +3.95% 4,763 4,582
TOTAL +12.16% 12,296 10,963

The Ford Authority Take

The increase in Lincoln Navigator sales during the first quarter of 2021 is welcome news as the 26 percent growth follows declines in Q4 2020, Q3 2020 and Q2 2020. These declines were to be expected given the economic and logistical circumstances brought about by the COVID-19 pandemic.

During Q1 2021, the Navigator continued to hold onto second place in the segment, displacing the Infiniti QX80 as the second-best-selling model. It is also worth noting that Navigator sales at the retail level increased nearly 27 percent this quarter.

However, the fact that the all-new Cadillac Escalade increased its segment share by 13 percentage points while the Navigator remained stable compared to the year-ago quarter isn’t exactly great news for FoMoCo’s full-size luxury SUV. Meanwhile, the QX80 lost 14 percentage points and the LX gained 2 percentage points.

Though the Navigator has demonstrated the ability to achieve second place in the segment, keeping that spot protected from Infiniti will be an uphill battle in light of large incentives and aggressive fleet sales by the Nissan’s luxury arm. On the other hand, Lincoln is very much a second-place contender in the segment, as the Escalade – new for the 2021 model year – resonates extremely well with customers. We expect the Escalade to continue outselling the Lincoln until FoMoCo refreshes the Navi for the 2022 model year.

About The Numbers

  • All percent change figures compared to Lincoln Navigator sales in Q1 2020, unless noted otherwise
  • In the United States, there were 74 selling days in Q1 2021 and 76 selling days in Q1 2020
  • Lincoln Navigator sales include regular-wheelbase Navigator and extended-length Navigator L
Ford Motor Company Q1 2021 sales reports:

Navigator News

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Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance. Frank's a real jokester, too.

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Comments

  1. Roy Chile’s

    Lincoln needs to step up there game big time, FoMoCo is only focused on Ford while Lincoln get treated like a step child. To think Lincoln started this segment now sit in 2nd place with Infinity closing in fast shows how much interest Ford has in its only Luxury Brand

    Reply
  2. Thomas gieseler

    Ford really needs to take biggger interest in Lincoln vehicles I believe it would boost Ford’s revenue greatly…..

    Reply

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